Allure of anime sparks youthful passion(3)

ACG-themed badges and cards attract shoppers at a store in Shanghai's Nanjing Road. (Photo provided to CHINA DAILY)

For her generation, ACG was part of their formative years, with iconic series like Sailor Moon and Detective Conan still popular today.

However, because ACG was considered a subculture back then, Shuishui's parents didn't support her in her pursuit of drawing, either as a hobby or a major during her school years, a decision she now regrets.

Although her real life often felt distant from the ACG world, the spirit and values fostered by the stories happening in the pages or on screen shaped her romanticized worldview.

"I've always lived in a beautiful imaginary world," she said. "I see the real world through the lens of that idealism."

Despite the risks of leaving a stable job, Shuishui followed her passion and resolutely entered the field she had been craving. Fortunately, her husband, also an anime fan, supported her decision.

"I'm drawn to the simplicity of relationships in the ACG community," she said. "I've made many friends here who share my passions."

When the doll company stopped collaborating with her favorite IPs, Shuishui's enthusiasm for the work waned. She eventually joined an anime merchandise store and started managing her own ACG merchandise club, where she oversees both design and sales.

With over two decades of immersion in the anime world and six years of professional experience, Shuishui has become a highly skilled industry insider.

"I helped my previous company increase revenue by millions of yuan and built a loyal customer base of 4,000 fans," she said. "Now, I'm eager to apply these skills in my current role as a club manager."

She has also observed changes in consumer preferences. "Earlier, fans preferred buying expensive figures and statues, but now smaller items like badges and cards are more popular. They're cheaper, easier to display and more affordable."

At the store, Shuishui warmly greets customers who buy blind boxes — a type of packaging that keeps its contents a mystery until opened — of badges and postcards. She refers to the customers as "teachers", a respectful term in the ACG community. "The title fosters a sense of belonging to the community," she explained.

Leaving behind her "iron rice bowl" job at a State-owned company wasn't easy, and Shuishui sometimes longs for financial stability. "I feel anxious about finances at times," she admitted. "But I have also realized that living a happy life is what truly matters.

"I've set high targets to support myself through the club's revenue, and my focus now is to make the club a success," she added.